Happy Family → Baking Mix Product Launch Campaign
Digital launch campaign
creative direction + production + post-production + campaign execution
THE RESULTS
+126% Link Click Through Rate Benchmark
Consideration Campaign
+132% Video View Rate Benchmark
Awareness Campaign
How We Made It Work
GOAL
Launch Happy Family’s new baking mixes - designed to help busy parents cook fresh food for babies with simple ingredients and an easy process.
CHALLENGE
The product promise was simplicity.
The creative couldn’t be complicated.
We needed to introduce a brand-new SKU in a way that felt fresh, modern, and distinct - without overwhelming the message.
Constraints added pressure:
• Photo budget, but video deliverables required
• Client-supplied babies (no backups)
• A departure from the brand’s typical visual approach
This was our opportunity to validate that a bold, color-forward visual system could evolve the brand’s presence across channels — not just for this launch, but moving forward.
OUR STRATEGIC SOLVE
The Corvus Recipe - Smart Before We Shoot. Snacks at the Ready.
One tightly engineered shoot day became 27 video-ready ad variations - all built from a bold new visual direction.
We began with creative direction - building a vibrant, scroll-stopping visual system rooted in clarity. Simple message. Bold execution.
Instead of defaulting to soft, neutral baby content (the category norm), we leaned into confident color, clean composition, and product-forward storytelling that could flex across paid and organic placements.
We developed a layered content mix:
• Clear, approachable how-tos
• Joyful, relatable baby moments
• Minimal, product-forward flat lays
All captured in a single, tightly engineered shoot day.
By shooting with motion in mind, we transformed a photo-first budget into 27 video-ready ad variations designed for Stories, Instagram, and Meta placements - maximizing output without increasing spend.
Spoiler: it worked.
The bold, color-forward direction proved it could carry the brand beyond this launch - and we’ve since applied the same approach to a later campaign that crushed performance again.
Executive Creative Director & Producer: Jamie Silver
Production: Corvus Creative
Photo: David Lazarus
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